摘要：随着互联网快速发展，网络购物以其“足不出户，淘尽天下”的独特优势成为新时期的消费热潮。网络对于文化层次较高的大学生影响很大，具有独特的吸引力，大学生往往成为网络购物群体中的主体，随着大学生结束校园生活、走上社会，成为消费的中坚力量，大学里的消费习惯部分地延续到社会生活中。然而在网络购物中，网络诈骗屡见不鲜，商品也不总是物美价廉，因此大学生在网络消费中遇到的问题层出不穷。
本文从目前大学生网络购物行为分析入手，通过分析大学生网购决策风险特征：可识别性、可控性、损失行、不确定性和社会性；分析影响其购买决策风险的因素，包括客观因素和主观因素，以此来把握大学生群体的网购特性，例如购买产品集中，低频率，低消费额等；从学生、学校、社会三方面探讨规避大学生网络购买决策风险的措施，期望成果能运用于实际操作中，为大学生网购决策规避风险提供一定的依据，并为网络购物环境的进一步优化与发展提出合理建议。
关键词：大学生；网络购物；购买决策；决策风险
ABSTRACT：With the rapid development of internet, network consumption with the unique advantages of"never leave home, all the world"has set off a consumption boom in the new period. The internet with its unique attraction has great influence on highly educated university students, and makes them the biggest online consumption group. Leaving school for work, those university graduates become the main consumption group, together with their consuming habits. However, online shopping is crowded with fraud, and online goods are not always of high quality with low price, thus problems occur frequently during online shopping process.
This thesis begins with the analysis of online shopping behaviors of university students. By analyzing the characteristics of their online shopping decision-making like identifiablity, controllability and uncertainty, the author figures out the subjective and non-subjective factors influencing their decision-making, and have a good knowledge of online shopping features of university students ,such as the concentration on goods, low frequency and low consumption amount. The author tries to seek solutions to reduce online shopping risks from the aspects of students, schools and society, and hopes that the solutions can be put into practical use to help university students reduce their online shopping risks, and provide suggestions to the further development and advancement of online shopping environment.
Keywords: College students; online shopping ; purchase decision; risk of purchase decision
本文在以往研究文献的基础上，对大学生网络购物现状及原因作了研究、分析，对大学生购买决策风险作了归类和总结，注意大学生消费群体的特殊性、网络购物与传统购物模式的区别，为大学生网购规避决策风险提出相应措施，为网络购物环境的净化提出合理建议。总结如下：
1.大学生网络购物商品种类为鞋服饰品和书籍音像类，网购消费金额不高，网购频率不固定，根据自身需要进行理性网购。
2.便捷性和低感知风险成为大学生选择网购的主要原因。
3.影响大学生网络购买决策风险的因素主要有：选择卖家的方式，支付风险，隐私风险，物流风险。
